Now that the piece has gotten enough attention to be opened (the biggest hurdle of direct mail, where a 1% to 3% response rate is considered average) it is time to turn to sales letter copy. Each peice of direct mail should have one single purpose. I don’t care what that is, you decide. Just be sure you aren’t trying to get your prospect to do more than one thing.

Typically, your first step in direct-mail would be to design a campaign. What? A campaign? Is this some sort of Crusade or something? YES! Exactly. You’re wasting your money if you only send one mailing. Or even if you send multiple mailings which aren’t consistent.